基于双边市场理论的移动打车软件平台定价策略研究
首发时间:2018-05-14
摘要:移动打车软件平台基于双边市场理论的移动打车软件平台定价策略研究是共享经济大背景产生出的一种新兴的出行消费模式,具有典型的双边市场属性。本文在对移动打车软件平台双边市场属性具体分析的基础上,以平台长期利润最大化为目标,通过建立定量模型分别研究讨论了垄断和竞争环境下,双边参入人乘客和"司机"的间接网络外部性和直接网络外部性特征对平台定价策略的影响,并进一步解释了"倾斜式定价"产生原因。
关键词: 定价策略 移动打车软件平台 双边市场理论 倾斜式定价
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Research on Pricing Strategy of Mobile Taxi Software Platform Based on Bilateral Market Theory
Abstract:The mobile taxiing software platform is an emerging travel consumption model generated from the background of the sharing economy. It has typical bilateral market attributes. Based on the specific analysis of the bilateral market attributes of the mobile taxi software platform, this paper aims to maximize the platform\'s long-term profit, and studies the indirect network externalities and direct network externalities of bilateral passengers and "drivers" by establishing quantitative models. This papers investigates the impact of characteristics on the platform\'s pricing strategy, and further explains the causes of "tilted pricing".
Keywords: pricing strategy mobile taxi software platform bilateral market theory tilt pricing
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基于双边市场理论的移动打车软件平台定价策略研究
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